Which of the following product categories accounts for the largest proportion of total
online consumer sales?
a. consumer electronics
b. apparel, footwear, and accessories
c. food and beverages
d. music and video
e. appliances and home improvement
Answer:
The emphasis of a marketing strategy for a continuous innovation concentrates on
a. obtaining widespread distribution.
b. setting a low price.
c. using advertising to generate awareness.
d. using reminder advertising.
e. using personal selling.
Answer:
Figure 1.
To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 1. above, the promotional element labeled “B” represents
_________.
a. advertising
b. personal selling
c. public relations
d. sales promotion
e. direct marketing
Answer:
Which of the following is the best example of a people-based service?
a. movie theaters
b. airlines
c. advertising agency
d. vending machines
e. taxis
Answer:
A need-satisfaction presentation format that involves adjusting the presentation to fit the
selling situation, such as knowing when to offer solutions and when to ask for more
information, is referred to as __________ selling.
a. relationship
b. adaptive
c. consultative
d. proactive
e. cooperative
Answer:
VALS Framework
VALS creates profiles of people based on their primary motivation and resources. In the
VALS framework above, “A” refers to
a. Ideals.
b. Achievement.
c. Self-Expression.
d. Survivors.
e. Innovators.
Answer:
The next big change coming to television is
a. OTV or online TV.
b. digital video recorders (DVRs).
c. more cable programming.
d. 90-second commercials.
e. flat screens.
Answer:
Marketers produce a customer experience through seven website design elements: (1)
context; (2) content; (3) community; (4) customization; (5) communication; (6)
connection; and (7) __________.
a. creativity
b. commerce
c. control
d. consistency
e. collaboration
Answer:
There are several ways of providing consumers authentic offerings: (1) __________;
(2) provide personal interaction rather than automation; (3) create a social process that
allows consumers to share their interests; and (4) manage any dimension of their
reputation that might influence perceptions of authenticity.
a. allow for adaptability at every customer contact point
b. back up claims with scientific research, market research, or governmental
documentation
c. facilitate customer customization
d. do thorough research at each stage of the new-service development process
e. obtain personal endorsements from celebrity spokespeople and other opinion leaders
Answer:
The use of deceased celebrities such as John Wayne or Fred Astaire in commercials
a. creates a humorous appeal.
b. avoids the possibility of a spokesperson’s image changing.
c. creates a fear appeal.
d. creates a product ambiance that limits its appeal to older consumers.
e. targets the Gen Y consumer.
Answer:
Figure 1.
In Figure 1. above line “D” shows that __________, a tool of the promotion mix, is
least important during the purchase stage of the consumer purchase decision process.
a. advertising
b. public relations
c. communication
d. sales promotion
e. personal selling
Answer:
The phrase “relatively homogeneous collections of prospective buyers” is most
descriptive of
a. demographic clusters.
b. organizational buyers.
c. ultimate consumers.
d. market segments.
e. qualified prospects.
Answer:
Which of the following is MOST likely to be an example of an unsought product?
a. iPod MP3 player
b. Lexus LS 460 luxury automobile
c. flight on American Airlines to Phoenix
d. Roget’s Thesaurus
e. Ivory soap
Answer:
Making action recommendations, implementing action recommendations, and
evaluating results take place during which stage of the five-step marketing research
approach?
a. define the problem
b. take marketing actions
c. collect relevant information
d. develop findings
e. develop the research plan
Answer:
At which stage of the organizational buying decision process would purchasing and
engineering personnel visit potential suppliers to assess their financial status?
a. problem recognition
b. information search
c. alternative evaluation
d. purchase decision
e. postpurchase behavior
Answer:
The total amount of money made in one year by a person, household, or family unit is
referred to as __________ income.
a. government
b. discretionary
c. disposable
d. gross
e. livable
Answer:
About 65 percent of BzzAgents are
a. Fortune 500 CEOs.
b. buzzing entrepreneurs.
c. older than 25 years of age.
d. women.
e. men.
Answer:
What do 60 percent of prospective buyers dread about looking for a new car?
a. selecting the preferred brand
b. negotiating the price
c. taking a test drive
d. experiencing postpurchase dissonance
e. searching for cars on the Internet
Answer:
Simulated test markets (STMs) are often run in shopping malls where consumers are
a. asked how much a person is willing to pay for an unfamiliar item.
b. asked whether they saw the firm’s advertising campaign.
c. questioned about how often they are likely to shop in that particular location.
d. asked to identify differences between the consumer’s behavioral intention and actual
behavior regarding a firm’s new product.
e. questioned to identify who uses the product class being tested.
Answer:
The ___________ is the amount added to the cost of goods sold (COGS) to arrive at the
selling price.
a. markup
b. selling price
c. return on investment
d. stockturn rate
e. markdown
Answer:
Which of the following statements about geographical adjustments to price is most
accurate?
a. In FOB origin pricing, the seller selects the mode of transportation.
b. In FOB with freight-allowed pricing, the buyer deducts the transportation costs from
the list price.
c. Multiple-zone pricing is sometimes referred to as ‘spider web” pricing.
d. Basing point pricing seems to have been used in industries where freight expenses
are only a minor part of the total cost to the buyer.
e. Geographical adjustments can be subject to government regulation if the firm cannot
supply objective data (lists of mountains, rivers, weather conditions, etc.) explaining
why those adjustments need to be made.
Answer:
Coffee consumption among consumers 18 to 24 years old has __________ from 2003
to today.
a. increased
b. decreased
c. remained the same
d. fluctuated, first declining and then increasing
e. fluctuated, first increasing and then declining
Answer:
Porter’s four generic business strategies are __________, cost focus, differentiation
focus, and cost leadership.
a. exclusivity
b. quality focus
c. differentiation
d. geographic span
e. service leadership
Answer:
What do an automated carwash, a limousine service, and an airline have in common?
a. They are all tangible services.
b. They are all people-based services.
c. None of them has problems with idle production capacity.
d. They are all equipment-based services.
e. They never use off-peak pricing.
Answer:
A woman from Bloomington, Indiana, is in Chicago for a weekend of shopping and fine
dining. After shopping in at least 10 different stores and trying at least 20 different
outfits, she finds exactly what she has been looking forthe perfect linen suit. At the
register however, she notices that the label indicates that the suit was made in Ireland.
Although she agrees with the salesclerk that the suit is indeed perfect, and that Irish
linen is considered to be some of the best, she does not purchase that suit; instead, she
selects a less flattering, more expensive suit that contains a label stating it was made in
the United States. This behavior would likely be an example of
a. the trade feedback effect.
b. cultural ethnocentricity.
c. consumer ethnocentrism.
d. cultural semiotics.
e. cultural bias.
Answer:
The North American Industry Classification System (NAICS) system designates
industries with a numerical code in a defined structure. A six-digit coding system is
used. The fifth digit designates a(n)
a. industry subsector.
b. industry group.
c. specific industry.
d. individual country-level national industry.
e. sector of the economy.
Answer:
The primary target market for Warm Delights is __________.
a. empty-nesters
b. on-the-go women.
c. college students with microwaves
d. young marrieds who often have unexpected company
e. families with small children wanting after-school treats
Answer:
Haggar Ad
The Haggar ad shown above shows that a woman has a(n) __________ role in the
purchase decision process when buying men’s clothing.
a. information gatherer
b. influencer
c. decision maker
d. purchaser
e. user
Answer:
Which of the following firms has made the wisest wholesaler choice for its product?
a. Sam’s Coal Country uses a cash and carry wholesaler for its coal.
b. Amy’s Amazing Appetizers uses a rack jobber for its frozen apricot aperitifs.
c. Raisha’s Retros uses a rack jobber for its replica racecar radios.
d. Shayna’s Superior Supplies uses a desk jobber for its staplers.
e. Nova’s Novelties uses a truck jobber for its never-needs-a-battery night lights.
Answer:
While there are 4 Ps of marketing, there are __________ Ps of services.
a. 3
b. 5
c. 6
d. 7
e. 8
Answer: